06/04/2026
Why are the brands you actually want to watch winning? They stopped making ads and started making things people choose to come back to.
Huckberry began with 10,000 YouTube followers. Today their channel sits next to North Face. The shift wasn't a bigger marketing budget. They reallocated what they used to spend on paid ads into one well-made owned series called "Dirt."
This week on the ChicoBag Podcast, Andy talks with Kevin Willard, the creative director and copywriter behind brand stories for Ocean Conservancy, Hyatt, and Jack Daniels.
If you've ever wondered why we put time into a podcast instead of buying more ads, this episode answers it.
Watch the full conversation: https://youtu.be/5xRkgc2ebhk